The document discusses strategies for Absolute Radio, a radio network in the UK. It targets "reluctant adults" aged 25-54 who enjoy music, comedy, and football. The network focuses on these three pillars of content across its stations. It aims to grow its reach and listening hours through its digital platforms, branded content partnerships, live music experiences, and personality-driven shows. Recent data shows Absolute Radio has increased its network reach from 1.6 million to over 3.5 million listeners and listening hours from 12 million to over 23 million since 2009.

2. The Audience
Product Strategy
Building The Brand
Digital Innovation
Branded Content
Results
agenda

3. the reluctant adult…
Our listeners might have grown-up responsibilities like a
mortgage, family and a good career, but they’d still jump at
the chance of letting their hair down. Our name for them is:
They might not get to the gig, the game or the stand-up
show as much as they used to, but they still love music,
football and comedy

4. the reluctant adult…
• 25 to 54 years old
• 60% male
• ABC1
• 50% London/South East
• likes to listen to ‘real music’
• is an armchair football fan
• loves a laugh and a bit of banter
• Interested in gadgets, not gossip

5. music • comedy • football
the three pillars of our content strategy

7. real music is…
the song, not the video
playing, not miming
gigs, not photo shoots
tour buses, not voice coaches
built to last, not flavour of the month
the lads from school, not an ad in The Stage
something to say, not something to sell

8. Fans of real music enjoy a deeper relationship with music
Not just the biggest hit by an artist
The find repetitive playlists irritating
And variety drives longer listening

9. 9
The Home of The Beatles, Stones & Motown
Where it all began, the music that still influences bands today
Platforms: DAB in London and parts of northern England, online, mobile

10. 10
The UK’s Only 70s Radio Station
Feel-good, up-beat hits of the 1970s
Platforms: DAB in London, online, mobile

11. The UK’s Only 80s Radio Station
Upbeat, feel-good 1980s classics
Platforms: DAB Nationwide, Sky TV, Virgin Media cable, online, mobile

12. The UK’s Only 90s Radio Station
Britpop and indie classics
Platforms: DAB nationwide, Sky TV, online, mobile

13. 13
21st Century Music
The best music from the year 2000 onwards
Platforms: DAB in London, online, mobile

14. 14
More Rock, Every Hour, Than Any Other Radio Station
Playing undisputed rock classics
Platforms: DAB in London and parts of northern England, Sky, Virgin, online, mobile

15. music • comedy • football
the three pillars of our content strategy

17. 17
Frank Skinner
One of the UK’s best known comedians
70.6% awareness as a radio presenter
Returning to live stand-up comedy
Three primetime BBC1 TV shows in the past two years

18. 18

19. The Christian O’Connell Breakfast Show
The UK’s most awarded radio presenter
10 Sony Radio Academy Awards 2002-2012
Currently touring his Edinburgh stand-up show
Also presents on BBC Radio 5 Live and BT Sport

21. 21
Geoff Lloyd’s Hometime Show
Engaging and entertaining broadcaster
Lean-forward show where rivals are lean-back
Expert at delivering branded content
Deep music knowledge

22. music • comedy • football
the three pillars of our content strategy

24. 24
The Premier League
Drive reach with exclusive content that fans will seek out
Attract revenue from brands that advertise in football content
A distinctive ‘Rock n Roll Football approach around football
entertainment aimed at the armchair fan

25. building the brand

26. interactive and dynamic marketing in app and outdoor

27. on-air and online promotions that mix traditional and social

29. 29
Live Music - ‘We’ll Take You There’
From festivals and stadium gigs to intimate sessions,
live music gives our music proposition credibility
and drives listening through ticket giveaways.

30. Arcade Fire @ Hyde Park
Lenny Kravitz @ The Box
Chris Martin @ Absolute Radio
Mumford and Sons @ Hyde Park Ronnie Wood @ Hard Rock Calling
Jarvis Cocker @ Absolute Radio
Paul Weller @ Absolute Radio
Foo Fighters @ Isle of Wight
Elbow Live @ St Pauls Cathedral
Lana del Rey @ Absolute Radio
Beady Eye @ Isle of Wight
Kaiser Chiefs @ Hard Rock Calling
Kasabian @ Isle of Wight
The Pierces @ 100 Club for Kronenbourg
Bon Jovi @ Hard Rock Calling
Elton John @ Union Chapel

31. digital

32. 4,747,814
Installs of Absolute
Radio mobile apps
243,000
Monthly Active Users of
Absolute Radio mobile apps
Source: Internal server logs

33. Monthly unique logged-in listeners now over 120,000
Source: Internal server logs
125000
93750
62500
31250
0
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Jan-13
Mar-13
Nov-12
May-13
Jul-13
Sep-13
Jan-14
Nov-13
Desktop
Both
Mobile

34. 41

35. 42
apps - be where the audience is
Weekly Users
Mobile apps: 98,516
Smart TV apps: 1,000 (approx)
Games consoles: 1,000 (approx)
Tablet apps: launching April 2014

36. apps & online: next
steps

37. 2009 2011 2014

38. v7.0 designed to increase listening hours and reach
Car mode Simplified user interface for safe operation by
drivers to encourage in-car use
Alarm clock Multi-day programmable alarm to wake the
listener up with the station of their choice
Sleep timer Go to be with the app set to turn itself off at a
time set by the user
AirPlay Send the audio to remote speakers to encourage
at-home use on hifi systems
Tablet edition iPad version to reach new audience of tablet
users

39. Use content to reach out to new audiences
Put the brand in front of relevant audiences by
disaggregating video on to artist’s YouTube channels.
New and valuable archive content can be deployed across
social media platforms.
Content becomes more tactical for both the brand and
client, freeing us to experiment more.

40. digital summary
Monetise all connected audio impressions
Extract greater value from user data
Optimise for the multi-platform web
Grow reach and hours

41. branded content

43. everyone is a commercial programmer
By working closely with commercial teams, agencies and clients we
can create promotions, sponsorship and ad-funded programmes which
engage the audience and communicate the advertiser’s message
51

45. creativity & flexibility
Win branded content business by taking a bespoke approach
For Sky Movies 007 we rebranded Absolute Radio 00s as
Absolute Radio 007, playing James Bond music all day

46. results

47. Absolute Radio Network performance to date (reach)
4000
3000
2000
1000
0
2,143
W4:08
W1:09
W2:09
W3:09
W4:09
W1:10
W2:10
W3:10
W4:10
W1:11
W2:11
W3:11
W4:11
W1:12
W2:12
W3:12
W4:12
W1:13
W2:13
W3:13
W4:13
(000s)
Source: RAJAR Q4 2013
1,673
2,223
2,814
3,297
3,545

48. Absolute Radio Network - performance to date (hours)
28000
21000
14000
7000
0
13,749
W4:08
W1:09
W2:09
W3:09
W4:09
W1:10
W2:10
W3:10
W4:10
W1:11
W2:11
W3:11
W4:11
W1:12
W2:12
W3:12
W4:12
W1:13
W2:13
W3:13
W4:13
(000s)
Source: RAJAR Q4 2013
12,484 15,867
20,283 19,155
23,743